{"id":19310,"date":"2017-04-04T13:44:33","date_gmt":"2017-04-04T17:44:33","guid":{"rendered":"http:\/\/exob2b.com\/?p=19310\/"},"modified":"2017-04-04T13:45:43","modified_gmt":"2017-04-04T17:45:43","slug":"landing-page-and-lead-generation-in-b2b-marketing-best-practices","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/","title":{"rendered":"Landing page and lead generation in B2B marketing: best practices"},"content":{"rendered":"<p>Do you remember the first landing page you ever created? Do you remember mulling endlessly over the form and substance, the function and the objectives? A lot of us have been in that boat. That\u2019s why\u00a0over the next few weeks we\u2019ll provide you with a series of posts on landing pages:<\/p>\n<ul>\n<li style=\"padding-left: 30px;\">First part: Landing page, definition, and objective<\/li>\n<li style=\"padding-left: 30px;\">Second part: The different types of landing pages<\/li>\n<li style=\"padding-left: 30px;\">Third part: Best practices for a successful page landing<\/li>\n<\/ul>\n<p>In this first post, we\u2019ll learn more about the term \u201clanding page\u201d, and how important this type of page can be (particularly in B2B) for your lead generation strategy!<br \/>\nWhat is a landing page?<\/p>\n<h2>A landing page is the basis of any B2B inbound marketing strategy<\/h2>\n<p>Be careful not to confuse landing page and home page (your Website\u2019s homepage), which is the first page of your website. Even though they may contain similar elements (call to action, form &#8230;) their objectives are truly different.<\/p>\n<p>A landing page is a targeted and optimized web page on which the visitor must end up. it has a single objective. It mustn\u2019t be a copy-past of content from your website, and it should be specific and autonomous. It should allow you to collect opt-ins for your lead generation B2B strategy.<\/p>\n<p>In this series, we\u2019ll see landing page objectives, the different types of page, and finally, good practices for a successful marketing strategy.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-19306 size-full\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2017\/04\/b2bmarketing.png\" alt=\"landing page and lead generation \" width=\"820\" height=\"480\" data-wp-pid=\"19306\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2017\/04\/b2bmarketing.png 820w, https:\/\/exob2b.com\/wp-content\/uploads\/2017\/04\/b2bmarketing-300x176.png 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2017\/04\/b2bmarketing-768x450.png 768w, https:\/\/exob2b.com\/wp-content\/uploads\/2017\/04\/b2bmarketing-800x468.png 800w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Defining your landing page\u2019s objective<\/h2>\n<p>A landing page must have a unique objective that\u2019s defined in advance. The visitor must arrive on your page after a specific request. Even before you start your landing page design, you have to define your objectives in order to generate qualified leads. You may have multiple objectives. Here are some examples:<\/p>\n<ul>\n<li>Improve your company\u2019s mindshare<\/li>\n<li>Promote its services<\/li>\n<li>Sell products<\/li>\n<li>Incite the visitor to Download brochures, price lists, etc.<\/li>\n<li>Get the visitor to ask for a quote<\/li>\n<li>Obtain an appointment (in person or by telephone)<\/li>\n<\/ul>\n<p>Once your goal is set, choose the right landing page type. We\u2019ll talk about landing page types in our next installment! Questions? <a href=\"https:\/\/exob2b.com\/en\/contact\/\" target=\"_blank\">Contact<\/a> our B2B marketing experts!<\/p>\n<p>Stay tuned!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you remember the first landing page you ever created? Do you remember mulling endlessly over the form and substance, the function and the objectives? A lot of us have been in that boat. That\u2019s why\u00a0over the next few weeks we\u2019ll provide you with a series of posts on landing pages: First part: Landing page, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":19324,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,13,31,206],"tags":[],"class_list":["post-19310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-2","category-marketing-communication-strategies","category-sales-marketing-and-b2b-business","category-technology-sales-and-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Landing page and lead generation in B2B marketing: best practices - ExoB2B<\/title>\n<meta name=\"description\" content=\"In this post, we\u2019ll learn more about the term landing page,how important this type of page can be (particularly in B2B) for your lead generation strategy!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Landing page and lead generation in B2B marketing: best practices\" \/>\n<meta property=\"og:description\" content=\"In this post, we\u2019ll learn more about the term landing page,how important this type of page can be (particularly in B2B) for your lead generation strategy!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/\" \/>\n<meta property=\"og:site_name\" content=\"ExoB2B\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ExoB2B\" \/>\n<meta property=\"article:published_time\" content=\"2017-04-04T17:44:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-04-04T17:45:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/exob2b.com\/wp-content\/uploads\/2017\/04\/landing-page-et-generation-de-lead.png\" \/>\n\t<meta property=\"og:image:width\" content=\"820\" \/>\n\t<meta property=\"og:image:height\" content=\"480\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Collaboration\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Collaboration\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/\"},\"author\":{\"name\":\"Collaboration\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1\"},\"headline\":\"Landing page and lead generation in B2B marketing: best practices\",\"datePublished\":\"2017-04-04T17:44:33+00:00\",\"dateModified\":\"2017-04-04T17:45:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/\"},\"wordCount\":378,\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/exob2b.com\/wp-content\/uploads\/2017\/04\/landing-page-et-generation-de-lead.png\",\"articleSection\":[\"Content Marketing\",\"Marketing Communication Strategies -\",\"Sales, Marketing and B2B Business\",\"Technology Sales and Marketing\"],\"inLanguage\":\"en-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/\",\"url\":\"https:\/\/exob2b.com\/en\/landing-page-and-lead-generation-in-b2b-marketing-best-practices\/\",\"name\":\"Landing page and lead generation in B2B marketing: best practices - 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